11/10/2022No Comments

Decisions, decisions…

How to choose your best ABM candidates.

Well done! You’ve successfully managed to bring sales and marketing together into a common cause: account-based marketing (ABM).

Everyone has agreed to go after one or a handful of clients, customers, or prospects, with a highly targeted and carefully planned approach. You’re now looking to tailor it exactly right for each organisation and the key individuals within them. But this might be where the approach you all agreed on, in theory, starts to fray a bit in practice.

How do you choose which accounts to select and proceed your ABM activity with? The answer isn’t always obvious.

Sales might steer you one way – towards a more immediate win.

But marketing might be looking at a longer-term prospect.

And your business leadership team might want an impressive client to put on the logo board.

Sure, these are all potentially valid options. But which path should you take? And how do you keep everyone happy with your decision?

You've got two options now...

Watch our webinar to find out...

25/08/2021No Comments

ABM Scorecard: Who should you target?

Picture this...

You've successfully managed to bring sales and marketing together into a common cause: account-based marketing (ABM).

Everyone has agreed to go after one or a handful of customers or prospects with a highly targeted and carefully planned approach.

So far so good.

But now you're at the most important step in the entire ABM process: choosing your accounts.

Sales might steer you towards a more immediate win.

Marketing might be looking at a longer-term prospect.

Whilst your business leadership might want an impressive client for the logo board.

These are all valid options, but which path should you take? And how do you keep everyone happy with your decision?

Watch our webinar to find out...

21/07/2020No Comments

From couch, to crushing it: 5 steps to kick start your ABM pilot

At this point, most of us are familiar with the concept behind account-based marketing (ABM). By greatly narrowing your audience and focusing your messaging, B2B marketers can foster relationships and create opportunities with the single most valuable customers to their organisation.

That’s the theory at least, but what about putting it into practice? For many of us, not so easy.

It’s understandable. ABM can be a tough ship for a team to launch. There are numerous considerations and activities to navigate. And it can be a daunting prospect for those of us that are doing it for the first time.

This webinar will help guide you through an ABM pilot from getting going to making it happen.  

In our 45 minute session, we’ll talk you through a practical journey of approaching your first ABM target account.

Join us to explore:

  • How to pick and choose which accounts will be your ABM guinea pig
  • How to carry out research that will influence everything from messaging to execution
  • Developing your proposition so it’s airtight and connects with your targets
  • Building customer journeys supported by tactical executions
  • Setting meaningful milestones to ensure your ABM pilot is performing so more can follow

Embark on your ABM pilot programme today by watching our on-demand webinar.